May 25, 2007

Why create an email optin database?

Today, email direct marketing is one of the best ways of communicating to clients or prospects.

International law authorizes to mail clients with corporative information but you need to allow clients to unsubscribe from your diffusion list.

Concerning prospecting emailing, you need to create an optin database.
You "simply" collect emails with an "optin" field (Yes, I want to receive promotional information from....)

- Level 0 of database creation is registering only the email.
This can be done through co registration (a simple check box to subscribe to a newsletter, where only the email is passed through to the database). One of the most well known example of co registration is the second page of hotmail free accounts creation.
It's the less expensive, but also the less efficient way to create a DB, you will have to few information to optimize your direct marketing communication afterwards.

- I personally do advise to buy more information, according to your needs.
Usually you will need:
Gender, Firstname, Lastname, Email (of course).
You can add relevant information that you might need to target your offers:
Postcode, year of birth, wedding status, Nb of children at home,....
Mind that the more numerous fields you buy, the more expensive the database will be.

A successfull campaign will be a campaign dragging a lot of potentially new clients to your database.
To do this you need to chose an incentive related to your activity.
For example:
Coupons for online shopping websites, hotel nights for hotel companies....
(Giving out plane tickets for a pet food merchant would not be relevant)

My company (ad pepper) works in every country with major companies to collect optin emails for them. If you are interested, please contact your local office, the contacts can be found at the following url:

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